Growing one’s audience on Instagram organically is a slow process that needs time, knowledge, consistency, and patience. That’s why many brands are working with influencers to speed up the process. Here are some tips on how to use influencer marketing for Instagram growth! 📈
Wait, why should I use influencer marketing for Instagram growth?
Instagram followers are the community of your brand. They are the people who want to be informed about your news, product updates, and behind-the-scenes adventures. They are also the people who talk about your brand and therefore help to spread the word!
Considering that, you probably want to grow your community through reaching new people, have them follow you by offering them great content.
Influencer marketing is an amazing tool for building awareness and interest in your brand – and when people become interested, they often start following the brand on Instagram.
* We use the word “brand” here – but it doesn’t mean companies only. Influencer marketing can be an efficient way to grow your personal Instagram account, too!
@henricorattasepp x River Island collaboration photo
1. Work with influencers who already love your brand
At Promoty, we strongly believe that instead of buying shoutouts from blindly chosen influencers, brands should find influencers who sincerely like their products or services. As recommendations from those influencers are sincere, collaborations feel so much more authentic and bring noticeably better results.
How to find the right influencers for your brand?
Firstly, look among your customers and followers – is there anyone you could work with? Those are the people who already follow you and see the value of your content so they can also convey it to their followers.
The second option would be to use an influencer marketing platform such as Promoty where you can set up the campaign and have influencers apply to your campaign. This way, you’ll also find influencers who really want to share your message!
Another benefit of using such platform is seeing influencers’ follower demographics. For example, if your content is targeted to women, you can choose influencers whose audience is mostly female.
👉🏼 Read more about finding social media influencers.
2. Use a clear call to action
Before running an influencer marketing campaign, you need to know the purpose of the campaign and clearly communicate it to the influencer. If your goal is to get more followers on Instagram, the call to action of the collaboration post should be to go check out your brand’s Instagram.
To make it easier for the followers, ask influencers to tag the brand in their stories or feed posts and mention the brand in the caption – this way, it’s really easy for their followers to go to the brand’s profile.
A mistake to avoid here is having multiple call-to-actions: if the influencer directs people to the brand’s website, encourages them to follow the brand, and check out their stories all at once, their followers will probably get confused and not act on any of it.
@katriinhu x Fazer Domino collaboration photo
3. Give influencers a proper campaign brief
Besides clearly stating the goal of the campaign, it’d be good to give influencers some background info – such as a one-liner that they can use to introduce your account.
For example: “Follow @promoty.ee for daily tips on Instagram content creation, latest Instagram updates, and new collaboration offers on their app!”
However, make sure to avoid giving too much information, sounding too promotional or asking influencers to use a copy-paste text. Influencers know their audience the best and saying it in their own words feels the most authentic.
Ideally, influencers would also add their personal story with your brand – such as “I’ve been following @promoty.ee for a couple of months now and I find the content really useful!”
4. Throw a giveaway together
This is the most effective way to get more followers in a short period of time: run a giveaway on the influencer’s profile where following the brand on Instagram is the requirement for participation.
Of course, all the new followers won’t continue following the brand after the giveaway is over – but in general, giveaways are still an amazing tool to reach new people, build brand awareness and get new followers.
Micro-influencers case study: Halva
When launching a new product line, Finnish candy brand Halva worked with 99 local micro-influencers with a goal to maximize the brand’s visibility and get more followers for their Instagram pages.
Each creator got a selection of products to throw a giveaway. To participate, their followers had to follow both the influencer and the brand – therefore, both got new followers!
In total, the campaign reached 380 000+ people and the brand got 6852 new followers on Instagram – in a small market like Finland, those numbers are pretty impressive! The campaign budget was 1014€ which means that in total, Halva paid less than 0,15€ per new follower.
Halva’s Kingis Product Launch
Strategy: Run giveaways together with micro-influencers to get additional visibility for Halva’s new product launch
Reach: 389 845
Likes: 28 826
New followers: 6852
If you have a more expensive product or you don’t want to throw many giveaways, you can also do a giveaway on the brand’s profile and ask influencers to spread the word – we’ve also had that kind of campaigns on Promoty!
In this case, the call to action of the influencer’s post should be to “check out the giveaway on @brand’s profile”.
5. Leverage Instagram story collaborations
Influencers often do non-paid story shoutouts to their favorite brands, products, or influencers they find inspiring. It means that paid shoutouts in stories feel more authentic, too!
In addition, story-based collaborations are more interactive and unlike regular posts, it’s also possible to add links. Not to mention that most influencers charge less for story-based collaborations as they usually require less effort!
On Promoty, brands sometimes set up two campaigns to get the most out of their marketing budget: a post-campaign for micro-influencers and a story campaign for bigger influencers. This way, they’ll still get the reach from bigger influencers’ accounts as well as branded posts that will stay on Instagram even after 24 hours.
6. Do reels and posts with Collabs feature
In autumn 2021, Instagram launched the Collabs feature that allows users to co-author feed posts and Reels.
If the co-author accepts the collaboration invite, the post will be shown on both accounts, and both account titles will appear in the header – therefore, it’s a great feature to grow your Instagram in collaboration with influencers!
The posts and reels made with the Collabs feature also have a shared like count, view count, and comment section which means higher engagement and higher reach for the posts.
7. Make sure your profile looks appealing
Let’s go back to basics here: does your profile look appealing enough for first-time visitors?
Make sure to have an attractive profile photo (as a brand, you probably want to use your logo here) and a clear description of what you do or why should anyone follow you.
After reading the bio, highlights are often the second thing that a first-time visitor checks. Thus, you can save there a little more detailed intro about your company, introduce your team, or share answers to frequently asked questions.
And finally, a first-time visitor will probably check your latest posts to understand what kind of content you are sharing and if it’s worth their time. Therefore, make sure you are already posting good, valuable content.
Having an aesthetic Instagram feed also plays an important role here as Instagram is such a visual channel. An attractive profile catches attention and determines if the visitor even wants to delve into your content!
8. As a brand, be social yourself
As a brand, you should definitely be active on social media yourself, actively building relationships with both influencers and your (potential) customers.
If someone tags or mentions your brand in their post, reply with a short comment. Even a simple 🖤 or “thank you” would be enough here!
Commenting is a great way to catch the eye of new followers. Especially in the case when someone has just mentioned your brand – their followers probably would like to check you out!
If someone tags you in their Story, you could repost it. Not only does it express appreciation for sharing your brand but also builds social proof for your followers.
9. Leverage influencers’ visuals
As we already said, the best way to grow one’s followers is to share eye-catching, inspiring, insightful or entertaining content on a consistent basis.
Creating visuals is one of the superpowers of influencers: as they do it daily, they know perfectly well what kind of content works on Instagram. Not to mention that it’s a lot more affordable than organizing an entire photo session yourself!
Hence, increasingly more brands work with influencers to get visuals for their social media. We even have a Content-Only campaign type where influencers create visuals for brands but do not post them on their profile!
For example, a Danish jewelry brand Zilver Danmark ran a campaign on Promoty to get content for their own social media – resulting in clear brand identity, an increase in their followers’ number as well as the engagement rate. Here’s the before and after of their Instagram feed! 👇🏼
Visuals created by influencers feel authentic and easily relatable – it’s basically user-generated content with a trendy twist! That’s why such visuals often get a better engagement on Instagram and thus reach more people.
Our Estonian Country Manager Mirjam-Johanna Loddes conducted a small study where she analyzed collaborations of six local brand’s Instagram profiles influencers over a 3-month period.
In total, there were 43 collaborations during this period. Surprisingly, only 50% of these brands used the visual created by the influencer also in the brand’s Instagram feed. For those brands, the engagement of the posts with the influencer on them was twice as high as their other posts!
“From those numbers, you can tell that brands should share the content created by the influencer on their own Instagram,” Mirjam said.
Therefore, influencer marketing is an amazing tool for Instagram growth: besides reaching influencers’ audience, increasing brand awareness, and getting new followers, you can also get amazing visuals that help your account grow even faster!
If you’d like to run an influencer marketing campaign, get in touch with us – we’d love to help!